Target customer groups based on purchase behavior (RFM/RFE)

Overview

This example shows how to target specific customer groups based on purchase behavior using RFM/RFE-based segments.

Behavioral analysis is defined in Mapp Intelligence and used for campaign activation in Mapp Engage.

The definition of customer groups is fully configurable and reflects business-specific interpretations of customer behavior.

Example setup

A marketer wants to address different customer groups based on how frequently and recently they purchase.

Instead of hard-coding behavioral rules in Engage, the setup relies on RFM/RFE-based segments. These segments classify contacts using dimensions such as Recency, Frequency, and Monetary value (or Engagement for non-purchase scenarios).

Mapp Intelligence provides both predefined segments (for example, segments based on frequency bias) and the option to define custom segments with fully configurable thresholds. The selected segment is then reused in Engage for campaign activation.

The following screenshot shows an Intelligence-based segment used in Engage.

Steps

1. Decide whether you want to use a predefined RFM/RFE segment (for example, based on frequency bias) or a custom-defined behavioral segment.

2. If a custom definition is required, create and save the segment in Mapp Intelligence by configuring your own RFM or RFE thresholds.

   Predefined segments do not require this step.

3. In Mapp Engage, create a segment and select the Intelligence segment (predefined or custom) as the targeting condition.

4. Use the segment as the target audience for reactivation, upsell, or loyalty campaigns.

Notes

• RFM and RFE models provide a standardized framework for classifying contacts based on purchase or usage behavior, while threshold values and interpretations remain fully configurable.

• Behavioral modeling is handled in Mapp Intelligence, while Mapp Engage focuses on message delivery and activation.

• Alternative: If transaction tracking is implemented directly in Engage, built-in Purchase Insights can be used as a simpler option. Intelligence-based segments, however, offer greater flexibility and are commonly used when website tracking is available.